Regarding social media strategy for month 1 (Nov/Dec), below are the short term strategies I suggest per platform:

Instagram

  • At least 2 posts per day minimum
  • 30% of content to have a model wearing the product to communicate lifestyle (if available)
  • 50% of content to focus on product itself
  • 20% of content to focus on promotions or campaigns (i.e. 30% off, etc.)
  • To make effort to comment or engage in other jewellery/fashion fan's instagram profile to build awareness (at least 20 users per day)

Facebook

  • At least 1 post per day minimum
  • 30% of content to have a model wearing the product to communicate lifestyle
  • 50% of content to focus on product itself
  • 20% of content to focus on promotions or campaigns (i.e. 30% off, etc.)
  • News and updates related to crowdfunding campaign, website launch, etc. as they occur (no more than 1 post per day, if any news)

Pinterest

  • Build relevant boards related to lifestyle and update with 1 photo per board/per day
  • Create one additional board that dedicates to "Fashion Inspiration" or the related, giving D&M the opportunity to pin images from other Fashion fans' Pinterest accounts to build exposure of "sharing"

Twitter

  • Dump pretty much everything from the above 3 channels
  • Look for trending hashtags related to Fashion with many followers and engage with at least 20 users per day to build awareness

I think this would be a good starting point for now to build content and exposure until we start generating more collaboration contents (i.e. with brands, models, and other social influencers).